Customer Loyalty

UK and Latin America gave Telefónica a steady Q1

Telefónica’s otherwise flat quarter was bolstered by strong performance in its UK and Latin America South units, which delivered 5.3% and 15.2% organic growth rates, taking the group level growth rate to 3.8%.

Now-Time Marketing: Unlocking Customer Loyalty

Sponsored by Business Logic Systems (BLS)

‘Real-time’ marketing has been a buzzword among telcos & SPs for several years. Vendors and operators boast the value of adopting ‘real-time’ or ‘near real-time’ marketing to improve customer loyalty, increase ARPU and ensure more effective campaign management. In reality, very few deliver true real-time: most are unable to respond to triggers or events at the moment they occur. Customer 2.0’s expectations are moving faster than telcos’ ability to deliver relevance. Other companies in the customer’s dynamic value configurations may well be better-placed to capture ‘now-time’ (ie <1 second) customer value, thus boosting loyalty and increasing customer lifetime value.

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